Brand Naming: a study on brand names in PRC- exported ...libproject.hkbu.edu.hk/trsimage/hp/04013301.pdf · Brand Naming: A study on brand name translation in China CHAPTER II: LITERATURE

BRAND NAMING

A STUDY ON BRAND NAME TRANSLATION IN CHINA

US BRANDS TRANSLATED INTO CHINESE AND

CHINESE BRANDS TRANSLATED INTO ENGLISH

BY

CHAN BIK YAN

04013301

China Business Studies Major

An Honours Degree Project Submitted to the

School of Business in Partial Fulfillment

of the Graduation Requirement for the Degree of

Bachelor of Business Administration (Honours)

Hong Kong Baptist University

Hong Kong

April 2007

Brand Naming A study on brand name translation in China

CONTENT

ACKNOWLEDGEMENTi ABSTRACT ii LIST OF FIGURE AND TABLESiii CHAPTER I INTRODUCTION1 CHAPTER II LITERATURE REVIEW2

21 Introduction on brand naming2 22 Language issues2 23 Brand name translation approaches 4 24 Current brand name translation models 4 25 Comparing the translated and the original brand names 5 26 Place of origin 5

CHAPTER III OBJECTIVE 6 CHAPTER IV RESEARCH METHODOLOGY 7

41 Sample 7 42 Measurement Instruments 8 43 Date Analysis 12

CHAPTER V FINDINGS AND DISCUSSION13 51 Translation methods 13 52 Additional value 22 53 Place of origin 25

CHAPTER VI IMPLICATIONS amp RECOMMENDATIONS27 61 Managerial Implications 27 62 Limitations and Recommendations for Further Research29 63 Conclusion 30

REFERENCES 31 APPENDIX34


ACKNOWLEDGEMENT

It was challenging and interesting to explore on brand name translation pattern Equipped with

only basic knowledge on language and linguistics from previous studies it was not enough to

handle a comprehensive investigation like this I am grateful for all kinds of support and

encouragement received during these few months

Thanks to my supervisor Dr Shi Yi Zheng for his insightful advice on this project I am grateful

for his guidance and support throughout this project

My sincere gratitude to Dr Huang Yue Yuan for her prompt reply to my enquiry A special

thanks for her time and patience on guiding me with her expertise on linguistics

Of course a zillion thanks to Mr Nate Wong and Mr Andy Chan for their valuable time and

effort on the coding process It was definitely not easy to analyze 400 brand names I

appreciate their work in making this analysis possible

Last but not least my deepest thanks go to my beloved classmates friends and parents for their

whole-hearted support and encouragement Working on the honours project was not a

lonesome task

i


ABSTRACT

This study provides a more comprehensive overview of brand naming in China which includes

brands imported and exported A descriptive approach is adopted Three dimensions are studied

Firstly current translation patterns of brand names in China are investigated This includes US

brands translated into Chinese and Chinese brands translated into English Secondly the

original and the translated brand names are compared to find out if the translated names

provide additional meaning to the brands Thirdly the inclusion of places of origin are

discussed

400 sample brand names were collected from two lists provided by the World Brand

Laboratory in year 2006 The ldquoChinarsquos 500 most valuable brandsrdquo and lsquoThe Worldrsquos 500 most

influential brandsrdquo Top 200 brand names are chosen from each of these lists Content analysis

was then used to analyze the translation patterns

It is found there are differences between brand name translation pattern for US and Chinese

brands Differences are accounted for evaluations are addressed and recommendations are

proposed The results of this study provide novel findings that should be of interest to

marketers Marketers may take this as reference and select translation methods carefully

ii


LIST OF FIGURE AND TABLES

Figure 1 Brand name translation model 12 Table 1 Distribution of translation methods used by US and Chinese brands13 Table 2 Distribution of US and Chinese brands in different translation methods14 Table 3 Distribution of US and Chinese brand names with and without additional value

in translated brand name23 Table 4 Distribution of US and Chinese brands with and without place of origin shown

25

iii


CHAPTER I INTRODUCTION

A brand name is a complex symbol representing a variety of ideas or attributes not only by its

sound andor its meaning but also through association it has built up and acquired as a public

object over a period of time (Gardner and Levy 1955) A brand name is also the foundation of

a brand image A carefully created and chosen name can bring inherent and immediate value to

the brand (Kohli and LaBahn 1997)

With the increased emphasis on globalization there is a constant flow of products and services

among nations The marketing of product and service brands is crucial Thus naming brands

and having brand names translated into culturally acceptable linguistic symbols becomes

ever-challenging business as culturally heterogeneous and linguistically diverse consumers

drive the global marketplace (Li and Shooshtari 2003)

The Peoplersquos Republic of China on her accession into WTO increases her position in the

global trade and investment Foreign brand names become popular in China and Chinese brand

names are gaining recognition in western communities Are there any differences between

foreign and Chinese brand names To be specific the current patterns of brand naming in

China are addressed in this report

1


CHAPTER II LITERATURE REVIEW

21 Introduction on brand naming

Naming a product is one of the key decisions a marketer makes A brand name is the

foundation of the product an asset to the company and an important consumer cue (Lubliner

1993) The name helps position the brand (Wind 1982) and adds value to the product

(Gurhan-Canli and Maheswaran 1998)

Many studies have worked on the criteria for selection of a good and powerful brand name

However the guidelines differ from researcher to researcher Chan and Huang (1997) have

generalized previous studies and categorized the desirable qualities into three components

1 The marketing component The brand name should be suggestive of the product benefits

promotable advertisable and persuasive suited to package fit with company image and other

products image

2 The legal component The brand name should be legally available for use and unique in

competition

3 The linguistic component This includes three requirements Phonetic requirement means it

is easy to pronounce pleasing when read or heard pronounceable in only one way and in all

languages for goods to be exported Morphological requirement means the brand name is short

and simple Semantic requirement means the name is positive not offensive obscene nor

negative modern or contemporary always timely understandable and memorable

22 Language issues

In related researches differences between the Chinese and English languages have been

identified in the context of marketing to affect the way brand names are recalled represented

and retrieved from memory (Schmitt and Pan 1994 Tavassoli 1999)

2


3

Chinese characters are sign-symbols composed of strokes They are inherently meaningful

linguistic units consisting of smaller units called radicals There are a total of approximately

50000 Chinese characters of which 7000 are in general use

Also Chinese language has a large number of homonyms T P

1PT For example the Chinese

pronunciation of gong corresponds to at least ten distinct characters with equally distinct

meanings depending on how the word is pronounced for example with a falling rising or flat

tone like work (工) ldquomeritrdquo (功) ldquobowrdquo(弓) ldquopalacerdquo (宫) rdquocongratulationrdquo (恭) public

(公) meritorious service (貢) attack (攻) supply (供) and a surname (龔) (Schmitt Pan

1994)

English language has been written with Latin alphabet since around the ninth century It has an

extraordinarily rich vocabulary and willingness to absorb new words Unlike other languages

there is no Academy to define officially accepted words

When a brand is expanded into a foreign market a careless choice of a new or translated brand

name may generate negative effects on the product and on the company in terms of loss in

sales damage to credibility and damage to reputation Even a company that uses its original

language in the new market to maintain an exotic foreign image may not be able to avoid

problems since the original brand name may not be easily pronounceable in the foreign

language and may convey an undesirable association or meaning (Francis Lam Walls 2002)

TP

1PT Homonyms words with distinct writing but identical pronunciation


23 Brand name translation approaches

Language localization of brand names requires the translation of brand names There are

different approaches in analyzing brand name translation

In linguistic approach it provides a framework for analyzing the linguistic component of brand

names This framework includes the semantic phonetic and morphological components of the

name (Chan and Huang 1997)

In sociolinguistic approach it recognizes linguistic competence advances symbolic values

imbedded in linguistic forms and renders attached social valence to cultural scrutiny (Li and

Shooshtari 2003) Li and Shooshtari (2003) suggested that naming and translating a brand is

more than assigning a symbol with pleasant sound or giving the product a unique identity

distinguishable from others A brand name as a sociolinguistic symbol carries cultural

meanings and sets boundaries on relationship building

24 Current brand name translation models

Many studies have worked on brand name translation on phonographic-to-logographic

translation There are different ways on categorizing the translation strategies Zhang and

Schimitt (2001) suggested that translations can be accomplished in three ways translating by

sound (phonetic translation) translating by meaning (semantic translation) or translating by

sound plus meaning (phonosemantic translation)

Hong Pecotich and Shultz (2002) described five brand name options for entering a new Asian

market using the original name a phonetic translation a direct translation a combination of

original and phonetic and a combination of original and direct

4


Fan (2002) suggested three methods commonly in use to translate a foreign name into Chinese

namely direct translation or transliteration (the Chinese equivalent sounds close to the original

but has no specific meaning) free translation (the foreign name is translated according to its

meaning or meaning in Chinese regardless of its original pronunciation) and mixed translation

(both sound and meaning are considered)

25 Comparing the translated and the original brand names

Translating a brand name is similar to recreating an existing brand name (Dong 2001) Fan

(2002) compared Chinese names with their original English brand names in terms of meaning

More than half of the samples were found to project a positive connotation that the originals do

not have whereas there is not a single case where the original has a positive meaning while the

Chinese name does not have

26 Place of origin

Klein et al (1998) supported the theory that a products origin (signaled by place of

manufacture andor brand name) affected consumers buying decisions directly and

independently of other product judgments That means brand name itself can influence Chinese

consumers attitudes towards the brand and therefore influence the purchase decision Firms

need to decide carefully what the values they want to promote

Place-of-origin can be shown through brand naming In markets where consumers purchase

brands to reinforce their membership in a certain global segment or to appear cosmopolitan

brands with a global image will fare better than brands with a local or provincial image (Alden

Steenkamp and Batra 1999) So these markets use transliteration to capitalize recognition and

remind customers of the original brand name

5


CHAPTER III OBJECTIVE

With the growing importance in international trades brand naming to be more specific brand

name translation becomes a crucial element in developing marketing strategy Previous

researches have investigated on the criteria to be a good brand name in terms of linguistic

perspective (Chan and Huang 1997) and sociolinguistic perspective (Li and Shooshtari 2003)

Numerous researches focused on ways to build up national image of global brands and

investigate some of the factors affecting global brand naming (Fan 2002 Zhang and Schimitt

2001) Researchers conducted qualitative case study in China on western brand name being

translated into Chinese (Dong 2001 Li and Shooshtari 2003) Content analysis on the

linguistic characteristics on Chinese brand naming were also found (Chan and Huang 1997

2001) In addition discussion was made on how linguistic differences contribute to the brand

name standardization or localization of US brands (Francis Lam Walls 2002)

The objective of this report is to provide a more comprehensive overview of brand naming in

China Since previous studies focused more on western brands translated into Chinese the

translation pattern of the exported Chinese brands would be a new direction for discussion

A descriptive approach is adopted for this study Three dimensions are studied Firstly current

translation patterns of brand names in China are investigated This includes US brands

translated into Chinese and Chinese brands translated into English Secondly the original and

the translated brand names are compared to find out if the translated names provide additional

meaning to the brands Thirdly the places of origin are discussed Lastly discussion and

managerial implications on the translation pattern are provided

6


7

CHAPTER IV RESEARCH METHODOLOGY

41 Sample

I collected 400 brand names from two lists provided by the World Brand LaboratoryTP

2PT in Year

2006 (See Appendix 1 amp 2) The ldquoChinarsquos 500 most valuable brandsrdquo 《世界品牌 500 強》

ranked 500 brand in China according to their brand value ldquoThe Worldrsquos 500 most influential

brandsrdquo 《中國 500 最具價值品牌》ranked 500 brands for their brand influence which were

indicated by market share brand loyalty and global leadership Top 200 brand names were

chosen from each list

Three criteria are adopted for sampling

1 Only brands from US and China were selected Brand name translations require the

consideration of the writing systems of the languages involved There are two major types of

writing systems that have been distinguished phonographic writing systems (such as English)

which represent the sound components of the spoken language (either as letters or syllabic

symbols) and logographic writing systems (such as Chinese) which represent words and

concepts in the form of certain sign symbols (Akmajian et al1992) In order to have a more

distinctive result phonographic and logographic writing systems should be discussed Brands

from US and China were thus chosen as representatives to these writing systems

2 Only brand names providing direct customer products and services are included in this study

because of the greater role that branding plays in these products (Francis Lam and Walls

2002)

TP

2PT httpbrandicxocom


3 Brand names in short form without explanations to what they stand for in their corporate

websites are excluded from the sample

Chinese translation of the US brand names were taken from the ldquoChinarsquos 500 most valuable

brandsrdquo list while English translation of Chinese brand names were searched from their

corporate websites

42 Measurement Instruments

421 Content Analysis and Coders

Content analysis is a technique for gathering and analyzing the content of a text it is used to

analyze the translation patterns To enhance the reliability of the analysis two coders were

used for the pre-test One coder is the author and another coder is an undergraduate of English

Studies amp Linguistics who has an associate degree in bilingual communications Coding was

done for the first time independently Discussion was made afterwards and modification to the

construct of the coding sheet was made

For the current coding construct two coders were used One is the author Another one is a

regular traveler to China cities and has day-to-day contact with brand names in China Coders

were given definitions of the various concepts and they coded the samples independently

Conflicts were resolved by discussion after the coding

The intercoder reliability calculated as a percentage of the coding agreed between the two

coders is 92 indicating that the coding by the two coders highly agreed with each other

8


9

422 Analytical framework

The 400 brand names were analyzed by the following three dimensions

I Translation methods

The three basic brand name translation methods were phonetic translation semantic translation

and phonosemantic translation (Zhang and Schimitt 2001) For brand names that have included

the names of the country or province the translation of the country or province names would

not be studied Only the remaining parts of the brand names are analyzed for their translation

methods For example in ldquo中國建設銀行rdquo (ldquoChina Construction Bankrdquo) ldquo中國rdquo would not be

analyzed and for ldquoNew York Timesrdquo (ldquo紐約時報rdquo) ldquoNew Yorkrdquo would not be analyzed This

is because they are purely descriptive and translation norms have developed for these names It

becomes common practice to translate ldquo中國rdquo as ldquoChinardquo and ldquoNew Yorkrdquo as ldquo紐約rdquo

i Phonetic translation

The phonetic translation technique means the selection of linguistic symbols in the foreign

language that when pronounced correspond as close as possible to the phonetic structure of the

original name For examples ldquoGooglerdquo to ldquo谷歌rdquo and ldquoDisneyrdquo to ldquo迪斯尼rdquo

It is common for Chinese brand names to use ldquoHanyu Pinyinrdquo for translation Hanyu means the

Chinese language pin means spell and yin means sound Pinyin is a Standard Mandarin

romanization system and scheme of the Chinese phonetic alphabet Standard Mandarin sounds

differently from other languages that use the Roman alphabet thus these brand names would

be pronounced differently by people who do not have the concept of pinyin Two columns are

set up in the coding sheet to identify Chinese brand names translated with phonetic methods

The first column is for brand translated in pinyin the Chinese phonetic system For examples


10

ldquo紅旗rdquo (ldquoHongqirdquo) and ldquo白沙rdquo (ldquoBaishardquo) The second column is for names translated in

English phonetic system For example ldquo周大福rdquo (ldquochowtaifokrdquo) and ldquo雙滙rdquo (ldquoshinewayrdquo)

ii Semantic translation

Semantic translation is employed to translate the name in terms of its literal meanings without

relations to its sound There are two types The first one is the pure type (Zhang and Schimitt

2001) that translates the name according to its lexicalized dictionary meaning For example

ldquo藍月光rdquoas ldquobluemoonrdquo and ldquoNaturerdquo as ldquo自然rdquo

Another type is the nonpure type (Zhang and Schimitt 2001) of which the original names do

not carry a lexicalized dictionary meaning Thus it employs common associations of the

product category For examples footwear manufacturer ldquox 特步rdquo translated its name as ldquoxteprdquo

which reminds consumers of the its product nature and the bank ldquoHSBCrdquo translated as ldquo滙豐rdquo

which reveal its nature as financial institution

iii Phonosemantic translation

Phonosemantic translation is the translation method that has both phonetic and semantic

relation to the original brand name It selects characters that carry certain sounds and represent

meanings that are associated the brand or the brandsrsquo product category (Zhang and Schimitt

2001) There are two ways in using phonosemantic translation The first one is partial

phonosemantic translation Part of the name phonetically resembles the original brand and the

remaining part semantically related to the original one For example ldquo西單商場rdquo ldquoxidanrdquo is

phonetic of ldquo西單rdquo while ldquodepartmentrdquo is semantic translation of ldquo商場rdquo Another example in

ldquoYale Universityrdquo ldquo耶魯rdquo is phonetic translation of ldquoYalerdquo and ldquo大學rdquo is the semantic


11

translation of ldquoUniversityrdquo

Although partial phonosemantic translation fulfills the requirement of being phonosemantic

translation as a whole each character in the brand name does not follow the rules of

phonosemantic translation Thus this needs to be distinguished from straight phonosemantic

translation which identifies brand names meeting phonosemantic translation requirements for

each of its characters For example food producer ldquo樂百氏rdquo translated its name as ldquoRobustrdquo

which reminds consumers of the energy they can gain after taking in the food and it is

phonetically related to ldquo樂百氏rdquo Other examples include ldquoNikerdquo as ldquo耐克rdquo ldquoMasterCardrdquo as

ldquo萬事達卡rdquo ldquo博洋rdquo as ldquoBeyondrdquo and ldquo雅戈爾rdquo as ldquoYoungerrdquo

II Additional value

Sometimes translated brand names provide additional meaning to the original brand names

which might change the perception on brand to consumers On top of finding out if the

translated names provide additional meaning (Dong 2001) the analysis includes the type of

additional information embedded This can be categorized into information which reinforces

the product type or nature or information that strengthens the productrsquos characteristic or

benefits to customers For example ldquoClifford Chancerdquo translated as ldquo高偉紳法律服務行rdquo has

included the corporate nature as a legal firm Another example that shows product benefits

include ldquoDeloitte amp Toucherdquo It has included the images of having good virtue and

hardworking in its name ldquo德勤rdquo

III Place of origin

Brand names sometimes show the place of origin The translated brand names in the sample

are categorized on this dimension For examples brands like ldquo中國計算機報rdquo as ldquoChina


12

information worldrdquo and ldquoAmerican Expressrdquo as ldquo美國運通rdquo These translations clearly show

the places of origin of the brands

Figure 1 Brand name translation model

43 Data Analysis

Frequency count and percentage were used to indicate the trend for Chinese-English translation

and vice versa Chi-square test was used to evaluate the statistically significant differences

between proportions of different translation methods in Chinese and US brand names The

SPSS for Windows Statistical Package was used to run the above tests

Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No

Characteristics or Benefits

Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13

CHAPTER V FINDINGS AND DISCUSSION

The following parts summarize and discuss the findings in three parts The first part focuses on

the translation pattern used by Chinese and US brands The second part compares the original

and translated brand names and examines the additional value The third part discusses the

places of origin shown through the brand names

51 Translation methods

Phonetic semantic and phonosemantic are the three methods for translation The results of my

study shows that for US brand name translation method majority of the brands used phonetic

translation (475) followed by semantic translation (37) and phonosemantic translation

(155) For Chinese brand name translation methods most of the brands (54) used phonetic

translation followed by semantic translation (365) and phonosemantic translation (95)

Table 1 presents the distribution of the brand names in different translation methods

Phonetic Semantic Phonosemantic Total

US brands to Chinese 95 (475) 74 (37) 31 (155) 200 (100)

Chinese brands to English 108 (54) 73 (365) 19 (95) 200 (100)

Table 1 Distribution of translation methods used by US and Chinese brands

From the chi-square test the difference between the phonetic translation methods used by

Chinese and US brands is marginally significant ( 2χ =340 Plt007) while that of semantic is

not significant ( 2χ =002 Plt090) and phonosemantic translation ( 2χ =550 Plt002) is

significant

Fan (2002) suggested that Chinese and English speakers perceive brand name in different ways

Chinese native speakers tend to encode verbal information in a ldquovisual mental coderdquo They


judge a brand name based on its visual appeal

Whereas English native speakers rely primarily on a ldquophonological coderdquo and judge a brand

name based on whether the name sounds appealing (Fan 2002) To many American

practitioners a good brand name can be judged from its sound which differentiates consonants

as obstruents and sonorant (Li and Shooshtari 2003) where obstruents are perceived as

harder and more masculine sonorants as softer and more feminine (Cohen 1995)

From the result it is found that Chinese brands translated into English with phonetic

translation method more often than English brands translated into Chinese Chinese brands

meet the taste of the English speaking customers in marking the brand name sound appealing

However some of the Chinese brand names are translated with Hanyu Pinyin which is a

different phonetic system In order to have deeper understandings a more detailed

categorization is put forward Table 2 shows a detailed break down of the distribution of US

and Chinese brands in different translation methods respectively

Phonetic Semantics Phonosemantic

Chinese English Pure Nonpure Partial Straight

Total

US brands to Chinese 0

(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)

Chinese brands to English 81

(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)

Table 2 Distribution of US and Chinese brands in different translation methods

511 Phonetic Translation

For both US and China brands translation phonetic translation method dominates

14


15

Translation with English Phonetic System accounts for 475 in US brands translating to

Chinese This can be attributed to the features of English brand naming practice In alphabetic

languages the basic unit of writing is the letter and orthographyTP

3PT and pronunciation are closely

related There is no restriction in principle to coin new names for English Thus English

brands have higher flexibility in creating names (Huang Chan 2005) and lack the signification

or meaningfulness (de Klerk and Bosch 1997) It is common for brands of this kin be

translated with phonetic method instead of semantic one For example ldquoForbesrdquo is translated

as ldquo福布斯rdquo

Another reason is to keep the image as a lsquoforeign namersquo Dong (2001) suggested that even

though a brand name may be translated into Chinese and written in Chinese characters not all

the names are perceived as Chinese Some words may never be used by Chinese for a name So

consumers can tell immediately that ldquothis is a foreign or Western namerdquo For examples

translating names like ldquoGooglerdquo into ldquo谷歌rdquo ldquoMorgan Stanleyrdquo into ldquo摩根斯坦利rdquo and

ldquoAccenturerdquo into ldquo埃森哲rdquo They do not carry Chinese contextual feeling and remind

customers of the foreign place of origin of the products

The major factor contributed to the ldquoforeignrdquo feeling of the name is that names like ldquo摩根斯坦

利rdquo are not commonly use in Chinese and have no meaning In Chinese the basic writing unit

is the character and each character represents a morpheme TP

4PT In the modern Chinese many of

these morphemes have become bound morphemes and cannot be used independently in

sentences Therefore they must be combined with other morphemes to form words (Huang amp

Chan 2005) In other words in ldquo摩根斯坦利rdquo although each character represent a morpheme

TP

3PT Orthography the correct way of writing in that language

TP

4PT Morphemes the smallest linguistic unit that has semantic meaning


16

there is no lexical meaning as a whole This is different from the usual Chinese name formation

using lexical morphemes This explains the reasons why to Chinese name like ldquo摩根斯坦利rdquo

which was translated phonetically carries a foreign feeling

Chinese brands translated to English with Chinese Phonetics System accounts for 54 Within

which 75 is translated through the Chinese phonetic system ie Hanyu Pinyin Hanyu Pinyin

is a kind of phonetic translation that cannot be pronounced appropriately by non Chinese

speakers Thus to indicate a more accurate translation pattern brand names that are translated

into English alphabet according to its hanyu pinyin are identified Only 25 of the Chinese

brands using phonetics translation used English phonetic system which even non Chinese

speakers can pronounce the brand name correctly

The frequent application of Chinese phonetic translation can be explained by two reasons the

insufficient understanding on the quality to be a good brand name or decision of marketer to

reveal the place-of-origin of the product

Since Chinese has a shorter history in brand export and research on this topic only arisen in

recent years marketers lack the knowledge on developing good brand names According to

Chan and Huang (1997) for a good brand name phonetic requirements include easy to be

pronounced pleasing when read or heard pronounceable in only one way and in all languages

for goods to be exported As mentioned earlier non Chinese speakers might have difficulties in

pronouncing Hanyu pinyin Translating brand names by pinyin is inconsiderate to non Chinese

customers For example the home appliance brand ldquosuningrdquo (蘇寧) maybe mispronounced by

non Chinese speakers as ldquosun-ingrdquo which sounds different from the original pinyin Non

Chinese speakers may also find the name of a liquor brand ldquoluzhou lao jiaordquo (瀘州老窖)


17

difficult to be pronounced properly

Non Chinese speakers have problem in remembering the brand in pinyin Researches have

shown that an important factor affecting word memorability is meaningfulness (Leahey and

Harris 1996) One attribute that has been shown to have an impact on the meaningfulness of a

word is phonetic symbolism which addresses the ability of particular phonemesTP

5PT to convey

information on their own Since non Chinese speaker cannot comprehend the pinyin they

cannot get any clue from the name about the product or the brands benefits Brand like

ldquolaifengxiangrdquo (老鳳祥) is so exotic to non Chinese speakers and shows no functional

connotation to the product type As a result non Chinese speakers could not memorize the

brand easily

Another possible reason for brands using pinyin can be the strategic marketing decision made

by marketers With the increasing popularity of pinyin non Chinese is aware of the

relationship between pinyin and China Thus place-of-origin is shown with brands in Pinyin

The effect of retaining the place-of-origin to the translated brand is still debatable This is

being discussed in section 53

512 Semantic translation

For US brands translated into Chinese using semantic translation method most of them were

translated by pure approach (85) while the remaining ones (15) adopted a nonpure

approach and do not contain lexicalized dictionary meaning Supported by the result of the

chi-square test Chinese brand names have a similar pattern in semantic translation methods

TP

5PT Phonemes the fundamental building blocks of sound in a language


18

Most of them (70) were translated by the pure approach while the remaining ones (30) are

by the nonpure approach

Examples to semantic translation by pure approach are ldquo白貓rdquoas ldquowhitecatrdquo and ldquoFortunerdquo as

ldquo財富rdquo with lexicalized dictionary meaning Other example on nonpure approach is electronic

company ldquo華陽rdquo with literal meaning of ldquoChina Sunrdquo translated its name as ldquoForyourdquo

Although the name does not related to the product type it highlights the care to consumers by

stressing that the products are customer-oriented (For You) Similarly for US brands like

ldquoCitigrouprdquo instead of translating it as something related to a ldquocity grouprdquo it is translated as

ldquo美國花旗銀行rdquo The translated name reminds Chinese people of the American background of

the bank Another example is ldquoToys ldquoRrdquo Usrdquo which is translated as ldquo玩具反斗店rdquo transferred

ldquoPlayfulrdquo and ldquoToysrdquo from the original meaning of ldquotoys are for usrdquo

Chi-square test is used and it is found that the difference between Chinese and US brands

using pure approach is marginally significant ( 2χ =330 Plt007) and that with nonpure

approach is significant ( 2χ =1160 Plt000) US brands have higher percentage in translating

their brands with pure approach than Chinese brands while Chinese brands have higher

percentage in translating their brands with nonpure approach Before analyzing the reasons for

these brand naming norms and characteristics of the original brand names should be analyzed

first

Chinese and US brands have different naming norms McDonald and Roberts (1990)

suggested the need to evaluate cultural factors such as the use of folklore taboos superstitious

and religious connotations that are conveys by colors numbers or symbols when there factors


19

form part of the name or are materially associated with it

Particularly in China a good name should have desirable connotations desirable sound and

tonal associations and attractive calligraphy (Fan 2002) Chinese believes that good names

change the fate of those bearing the names In order to ensure successful sales for the products

Chinese people would like to have product names with positive connotation whether the

names have functional connotation to the product type and benefits or not is not very important

For example ldquo永鼎rdquo (ldquoETERNrdquo) meaning ldquostand eternallyrdquo does not related to its business

nature of selling electronics Same as the tobacco brand ldquo紅金龍rdquo (ldquoGolden Dragonrdquo) which

symbolizes itself as a red and golden dragon Chinese like to call themselves as descendents of

dragonTP

6PT Red and golden are the color of happiness and wealth These brand names make

themselves appealing to the Chinese consumers although they do not have functional purpose

of a brand name

Some Chinese brands still keep this belief when translating into English They want to preserve

good fortune of their brands However there is no corresponding synonymTP

7PT in English For

example the food and beverage brand ldquo喜之郎rdquo in which ldquo喜rdquo means happiness or fondness

while ldquo郎rdquo means male or son It is difficult to use a lexicalized dictionary meaning for its

translation thus the company selects ldquoStrongrdquo for its English name This explains why Chinese

brands like to use nonpure approach in translating into English

On the contrary US brands focus more on the functional connotation to the product nature

TP

6PT The Chinese dragon (spelled Long Loong or Lung in transliteration) is a mythical Chinese creature that also

appears in other East Asian cultures and is also sometimes called the Oriental (or Eastern) dragon Depicted as a long snake-like creature with four claws in contrast to the Western dragon which stands on two legs and which is usually portrayed as evil it has long been a potent symbol of auspicious power in Chinese folklore and art TP

7PT Synonym different words with similar or identical meanings and are interchangeable


20

The core benefitpositioning of the brand reflects what the brand stands for Lannon (1991)

proposed that firms will attempt to maintain the core essence of the brand positioning

Maintaining the brand positioning implies retaining the brands core meaning Firms stress on

this may prefer a literal translation of the brand name For examples ldquoGeneral Electricsrdquo (GE)

and ldquoNewsweekrdquo have functional connotation to their product nature Also they have

corresponding synonyms in Chinese ie ldquo通用電器rdquo and ldquo新聞周刊rdquo After translation the

Chinese names still show the functional connotation to the product nature and this helps their

positioning This explains why US brands used pure approach more often in their translation

513 Phonosemantic translation

Among US brands using phonosemantic translations more than half of them employed partial

phonosemantic translation (58) and the remaining ones employed straight phonosemantic

translation (42) In Chinese brands using phonosemantic translation method majority of

them use partial phonosemantic translation method (84) and the remaining ones use straight

phonosemantic translation (16) Chi-square test indicates that the difference for the two

countries using partial phonosemantic translation is not significant ( 2χ =020 Plt062) while

that of straight phonosemantic translation is significant ( 2χ =820 Plt000)

For both US and Chinese brands it is common to use partial phonosemantic translations

Three reasons are identified

1 To replace part of the name that cannot be translated directly

Some brand names contain names that could not be translated directly because there is no

corresponding dictionary meaning For example ldquoVerizon Communicationsrdquo is translated as


21

ldquo弗萊森電訊rdquo with ldquo弗萊森rdquo being translated phonetically because it is a name and does not

match any dictionary meaning while ldquo電訊rdquo is the lexicalized dictionary meaning of

ldquocommunicationrdquo The same with ldquoPrinceton Universityrdquo being translated as ldquo普林斯頓大學rdquo

Chinese brands like ldquo中國民生銀行rdquoand ldquo新民晚報rdquo are translated as ldquoChina Minshen

Bankingrdquo and ldquoXinmin Evening Newsrdquo respectively ldquoMinshenrdquo and ldquoXinminrdquo are Hanyu

Pinyin because there are no equivalent vocabularies in English

2 To provide more information

To clarify the product nature more information is provided in addition to the original phonetic

translation of the brands For example ldquoLinklaters amp Painesrdquo translated as ldquo年利達法律服務

事務所rdquo and ldquoOscarrdquo as ldquo奧斯卡電影節rdquo Similarly for Chinese brands ldquo潮宏基rdquo as ldquoCHJ

Jewelleryrdquo and the retail store ldquo物美rdquo as ldquoWumartrdquo

3 To maintain foreign place of origin

Some brands can be translated semantically but they keep part of the name as pinyin or

translated phonetically to keep the foreign place of origin feeling to the name For example

ldquo平安保險rdquo is ldquoPingan insurancerdquo instead of ldquoSafety Insurancerdquo or ldquo光明日報rdquo is ldquoGuang

Ming Dailyrdquo instead of ldquoBright Dailyrdquo For US brands like ldquoDeltaAirLinesrdquo and ldquoCardinal

Healthrdquo they are translated to ldquo德爾塔航空rdquo and ldquo卡迪諾健康rdquo respectively In fact the

company could translate ldquoDeltardquo and ldquoCardinalrdquo semantically However the brand would lose

the foreign flavor and lose the uniqueness

Straight phonosemantic translation is difficult to achieve because it is difficult for the whole


brand name phonetically resembling the original brand and semantically related to the product

nature or benefits

As indicated by the chi-square test there is a significant difference between the Chinese brand

name and English brand name using straight phonosemantic translation In fact among the

samples there are only 3 Chinese brand names translating into English fulfilled the

requirements of straight phonosemantic translation while there are 13 of these among US

brands The characteristics of Chinese and English language account for the scarcity In

Chinese there are a large number of homonyms (words with distinct writing but identical

pronunciation) Therefore it is easier for US brands to look for appropriate words

phonetically resembling and at the same time related to the semantic of the brand names

52 Additional value

Majority of the US brand names (70) do not earned additional meaning after being

translated into Chinese Only a small proportion (30) was translated directly with additional

information Among those carrying new information only a small proportion (28) added

with information about the product nature while the remaining (72) included information on

the productrsquos characteristics and benefits

As for Chinese brand names majority (86) of the brand names do not carry new meaning in

their English translation Only a small proportion (14) includes additional meaning to

supplement the original brand names Among those added in new information a relatively even

pattern is found about 43 added in information about the product nature and the remaining

57 included information on the productrsquos characteristics and benefits Table 3 presents the

distribution of US and Chinese brand names with and without additional value in translated

22


23

brand name

Additional Meaning

Product Nature Characteristics

No Additional

Meaning

Total



Table 3 Distribution of US and Chinese brand names with and without additional value in translated brand name

A statistically significant difference is found between Chinese and US brands in terms of the

additional of new value or not ( 2χ =2440 Plt000) In terms of the difference on adding new

value about product nature the difference is not significant ( 2χ =160 Plt021) while that on

adding new characteristics is significant ( 2χ =2160 Plt000)

For both sets majority of the brand names do not provide additional information in their

translated names This is more significant in Chinese brand names This shows that Chinese

brands pay less attention in enriching their translated name

There are two ways in distinguishing the additional information product nature or

characteristics and benefits The patterns for adding product nature in the translated name is

similar in two countries Brands add in new characteristics to their translated brand name as

well Examples include ldquoHyattrdquo as ldquo凱悅rdquo which means happy Chinese brand ldquo惠泉rdquo includes

its royal feeling with English translated brand name as ldquokingspringrdquo In another example ldquo創

維rdquo expresses its ambition with its name ldquoskyworthrdquo

The result shows that US brands spent more effort in enhancing the brand benefits with the


24

additional meaning Major factor contributed to this is the characteristics of Chinese language

Names in Chinese are mostly meaningful because of their origin of meaningful morphemes

(De Klerk and Bosch 1997) As sign-symbols characters are inherently meaningful and even

their smaller units the radicals consisting of two to five strokes carry meaning (Schmitt Pan

1994) For example the Chinese name of ldquoBudweiserrdquo is ldquo百威rdquo it means a hundred of power

ldquoNikerdquo in Chinese ldquo耐克rdquo means durable and strong It can naturally be projected that in

creating a Chinese name by compounding words from the lexicon the respective meanings of

the chosen words would always be carefully looked at (De Klerk and Bosch 1997) The

additional meanings provided by the Chinese characters usually add on positive connotation to

the brand and strengthen the brand image and value On the contrary English names are

generally selected or coined simply for the namersquos sake Names in English as terms of

reference generally lack the signification or meaning and to the vast majority of users they are

completely semantically opaque (De Klerk and Bosch 1997) Hence Chinese brands meet

more challenge when translating into English with requesting for addition information

McCrum (2000) suggested that brand names undergo big changes through time In the sample

there are only 15 Chinese brand names added in new product benefits in their translated brand

name Top 15 US brand names are also selected in the same category and the age of the

brands are studied By computing the average age of these selected brand names it is found

that Chinese brand names in this category is 19 years while average for US brand names is 85

years (See Appendix 3) This stark difference suggests that Chinese brand names start to pay

more effort in applying new product benefit in their brand name translation only in recent

decades while US brands have a much longer history

According to the guidelines for the selection of brand name (Chan amp Huang 1997) a good and


25

powerful brand name should be suggestive of the product benefits Chinese brandsrsquo new

attempt in adding in brand benefits in their translated names shows that they are more aware of

the constitution of being a good brand name

53 Place of origin

A significant difference is found between Chinese and US brands showing place of origin or

not ( 2χ =1170 Plt000) For US brand names most of them (855) do not contain their

place of origin in their translated brand name only a minority (145) indicate directly where

the products are originated from

For Chinese brand names a higher proportion (77) does not show their place of origin while

only a small proportion (23) shows their place of origin Table 4 illustrates the distribution of

US and Chinese brands with and without place of origin shown

Origin Shown Origin not Shown Total

US brands to Chinese 29 (145) 171 (855) 200 (100)

Chinese brands to English 46 (23) 154 (77) 200 (100)

Table 4 Distribution of US and Chinese brands with and without place of origin shown

In the findings it is found that majority of both the Chinese and US brands do not show the

place of origin in their brand names When Chinese brands are translated into English they

have a higher percentage to include their places of origin in their translated brand name This

may be due to patriotisms of Chinese This may be the market positioning strategy set by the

corporate in identifying itself as a Chinese brand


26

As mentioned above the place-of-origin effect affects some of the brand names even if they do

not explicitly mention the place of origin in their brand names In particular with foreign

branding an approach of spelling or pronouncing a brand name in a foreign language

(Leclerc et al 1994) ldquoForeign brandingrdquo are cases in phonetic translation Brands like

ldquoWal-martrdquo and ldquoJP Morgan Chaserdquo although translated in Chinese as ldquo沃爾瑪rdquo and ldquo摩根大

通rdquo respectively the Chinese name by itself cannot be comprehend by Chinese consumers and

these names are perceived as foreign branding Similarly Chinese brands although translated

into English alphabet the pinyin of the names like ldquofotonrdquo (福田) and ldquofurongwangrdquo (芙蓉王)

still sound foreign to US customers

The effect on including places of origin in the translated brand names is not easy to be

identified In the short run the effect is highly dependent on the perception the customers on

the place-of-origin Han (1989) has established that when consumers are not familiar with a

countryrsquos product a summary construct model operates in which consumers infer product

information into country image which then influences brand attitudes

However in a long run the influences made by the place-of-origin fade away when the brand

is established Consumers pay more attention to the brand itself and the brand translated with

place-of-origin shown assures its market positioning and uniqueness to its customers

Another factor affecting the inclusion of place-of-origin in the translated brand name is the

marketing strategies adopted ie market internationalization or market localization In using

market internationalization it is good to include place-of-origin and stress the global image of

the brand Whereas when market localization is adopted it is better to adapt to the country of

residence and diffuse the place-of-origin image by not mentioning it on the brand name


CHAPTER VI IMPLICATIONS amp RECOMMENDATIONS

61 Managerial Implications

The effect of brand naming on a brand is proved Market globalization urges for brand name

localization which includes brand name translation This is not easy

There is no rigid rule on brand naming translation methods Whether a brand name is a ldquogoodrdquo

one highly depends on strategic goal and objectives of the brand For brands that aim at

localizations semantic or phonosemantic translation method is recommended Additional

information can provide supplementary value to the brands While brands that aim at

internationalization and highlight on place-of-origin phonetic translation methods are

appropriate To sum up the selection on brand name translation method differ among different

brands Decision makers on the brand names translation should conduct careful and thorough

external and internal environmental scanning and decide on goal and objectives before

implementation

Nevertheless there are some suggestions that decision makers and marketer should take note

of

Chan amp Huang (1997) believed that if a product is intended for the global market its branding

must take linguistic universals into consideration Languages regulate what is possible and

what is not Some characteristics are found in all the worlds languages while others are not

found in any In order to fulfill the requirement to be pronounceable in all languages the

brand name designer must know the common phonemes for most languages Improvement

should be made to current brand names that are translated in pinyin to avoid mispronouncing

the brand names Renaming the brand needs huge investment in promotion However the

27


potential income to be gained from repositioning and reestablishing the brand image may

offset the lost

With reference to previous studies on the criteria to be good brand names it is found that brand

name resembles phonetically to the original name and at the same time relating itself to the

product nature or benefits is most desirable In other words translation of brand name is not

merely a lexically dictionary translation in wording of the brands More effort and research

should be done before translating the names However study on current brand names showed

that phonosemantic translation is not prevalence in the current translation model Future brand

names should focus more on this approach

To balance off the cultural and linguistic difference between nations brand names are

translated with additional meaning This is helpful in supplementing the original brand name

US brands master this approach better compared with those in Chinese brands Chinese

brands are advised to consider this approach for future brand translation

The success or failure of showing place of origin in brand names is highly dependable on

consumer perception on the place Sometimes this will strengthen the brand image but

sometimes it will lead to detrimental effect

Current Chinese brands including place of origin in their brand name are more common In a

study conducted by Khachaturian and Morganosky (1990) it was found that products that were

ldquomade-inrdquo China were perceived as having lower quality than ldquomade-inrdquo US products by US

consumers Khachaturian and Morganosky (1990) concluded that associating a brand with

less-industrialized countries could potentially lower the quality image of that brand type and

28


the less-industrialized place-of-origin is the more potential decline in the quality image Yet

with the increasing industrialization in China Chinese brands will be perceived as higher value

in future

Understanding Chinese branding principles help international marketers to properly localize an

international brand name in Chinese to enhance business success in the Chinese market (Chan

amp Huang 2001) In the same way understanding English brands translation makes the export

of brands successful

62 Limitations and Recommendations for Further Research

Although this report provides insight into the pattern of brand name translation in US and

Chinese brand three limitations should be noted

Firstly this study is limited by the list provided by World Brand Laboratory The sampled

brand names may not be able to represent all the brand names available in both places

Increasing the sample size to include more brand names would have a better understanding on

the actual pattern

Secondly the two coders are not professional coders Personal prior experience or subjective

perception on the brands may have affected the coding That is why two coders were used to

diminish this possible error

Thirdly there might be underlying meaning of the translated brand name which the coders

might not be aware of Due to time and resources constraints the analysis was done on the

objective observation by the coders In order to have a more accurate understanding more

29


detailed research can be carried out to find out the reasons for brand names using certain types

of translation approaches

63 Conclusion

The results of this study provide novel findings that should be of interest to marketers

Previous studies focus on either the Chinese or English brand names translation The

contribution of this research is to show a general overview and comparison on US and

Chinese brand names It is found that there are significant differences between translation

pattern for US and Chinese brands Evaluations are made and recommendations are proposed

Marketers may take as reference and select candidate translation carefully

30


REFERENCES Akmajian Adrian Richard A Demers Ann K Farmer and Robert M Harnish (1992)

Linguistics An Introduction to Language and Communication Cambridge MA MIT Press

Al-Sulaiti Khalid I Baker Michael J Country of origin effects a literature review Marketing

Intelligence amp Planning Bradford 1998Vol16 Iss 3 pg 150 Alden Dana L Steenkamp Jan-Benedict EM and Batra Rajeev (1999) Brand Positioning

Through Advertising in Asia North America and Europe The Role of Global Consumer Culture Journal of Marketing 63 (1)

Chan Allan KK and Huang Yue Yuan (1990) Localization in International Branding A

Preliminary Investigation on Chinese Named of Foreign brands in Hong Kong International Journal of Advertising 9 (1)

Chan Allan KK and Huang Yue Yuan (1997) Brand naming in China a linguistic

approach Marketing Intelligence amp Planning Bradford 1997Vol15 Iss 5 pg 227 Chan Allan KK and Huang Yue Yuan (2001) Chinese brand naming a linguistic analysis

of the brand in ten product categories The Journal of Product and Brand Management 2001 Vol 10 Iss 2 pg 103

Cohen B (1995) Sound that name The difference between Clorox and Chanel is not merely

whats in their bottles Across the Board 32(10) 10-11 De Klerk V and Bosch B (1997) The sound patterns of English nicknames Language

Sciences Vol 19 No 4 pp 289-301 Domzal Teresa J and Lynette S Unger (1987) Emerging Positioning Strategies in Global

Marketing Journal of Consumer Marketing 4 (4) Dong Lily C (2001) Brand name translation model A case analysis of US brands in China Journal of Brand Management London Nov 2001Vol9 Iss 2 pg 99 17 pgs Fan Ying (2002) The national image of global brands Journal of Brand

Management London Jan 2002Vol9 Iss 3 pg 180 13 pgs Francis June NP Lam Janet PY and Walls Jan (2002) The Impact of Linguistic

Differences on International Brand Name Standardization A Comparison of English and Chinese Brand Names of Fortune-500 Companies Journal of International Marketing Chicago Mar 2002Vol10 Iss 1 pg 98

Gardner Burleigh B and Sidney J Levy (1955) The Product and the Brand Harvard

Business Review 33 (2) Gurhan-Canli Z and Maheswaran D (1998) The effects of extensions on brand name

dilution and enhancement Journal of Marketing Research Vol XXXV November pp 464-73

31


Han (1989) Country Image Halo or summary Construct Journal of Marketing research

26(May) pg 222-229 Hong F C Pecotich Anthony Schultz II Clifford J (2002) Brand name translation Language

constraints product attributes and consumer perceptions in East and Southeast Asia Journal of International Marketing Chicago 2002Vol10 Iss 2 pg 29 17 pgs

Huang Yue Yuan and Chan Allan K K (2005) The Role of Language and Culture in Marketing

Communication A Study of Chinese Brand Names Journal of Asian Pacific Communication 15(2) 257-285

Johansson JK (1989) Determinants and Effects of the Use of ldquoMade inrdquo Labelsrdquo

International Marketing review Vol6 No1 Pg 47-58 Khachaturian JL and Morganosky MA (1990) Quality perceptions by country of origin

International Journal of Retail amp Distribution Management Vol 18 No 5 pp 21-30 Klein J G Ettenson R and Morris M D (1998) The animosity model of foreign product

purchase An empirical test in the Peoples Republic of China Journal of Marketing Vol 62 pp 89-100

Kohli Chiranjeev and Douglas W LaBahn (1997) Creating Effective Brand Names A Study

of the Naming Process Journal of Advertising Research 37 (1) Lannon Judie (1991) Developing Brand Strategies Across Borders Marketing and Research

Today 19 (3) Leahey Thomas H and Richard J Harris (1996) Learning and Cognition Englewood Cliffs

NJ Prentice-Hall Leclerc F Schmitt BH and Dube L (1994) Foreign branding and its effects on product

perceptions and attitudes Journal of Marketing Research Vol 31 No 2 pp 263-70 Li Fengru and Shooshtari Nader H Brand Naming in China Sociolinguistic Implications Multinational Business Review Detroit Winter 2003 Vol11 Iss 3 p 3 (19 pages)

Lowrey Tina M Shrum L J Dubitsky Tony M The Relation between brand-name linguistic

characteristics and brand name memory Journal of Advertising Provo Fall 2003Vol32 Iss 3 pg 7 11 pgs

Lubliner Murray J (1993) Brand Name Selection Is Critical Challenge for Global Marketers

Marketing News 27 (16) McCrum Andrew (2000) Brand name today compared to those 100 years ago Brand

management vol 8 No 2 111-120 November 2000 McDonald Gael M and CJ Roberts (1990) The Brand-Naming Enigma in the Asia Pacific

Context European Journal of Marketing 24 (8)

32


Phau Ian and Prendergast Gerard (1998) Conceptualizing the Country of Origin of Brand

BRC Working Papers Business research Centre Hong Kong Baptist University Schmitt Bernd H and Pan Yigang (1994) Managing Corporate and Brand Identities in the

Asia-Pacific Region California Management Review 36 Schweiger G Otter T amp Strebinger A (1997) The influence of country of origin and brand

on product evaluation and the limitations thereof for location decisions CEMS Business Review 2 5-26 1997

Still Richard R and John S Hill (1984) Adapting Consumer Products to Lesser-Developed

Markets Journal of Business Research 12 (1) Stout Kay (1997) Thinking Global Brandweek 38 (9) 2225 Tai Susan HC (1997) Advertising in Asia Localize or Regionalize International Journal of

Advertising 16 (1) Tavassoli Nader T (1999) Temporal and Associative Memory in Chinese and English

Journal of Consumer Research 26 Wind Yoram J (1982) Product Policy Methods and Strategy Reading Zhang Shi Schimitt Bernd H (2001) Creating local brands in multilingual international

markets JMR Journal of Marketing Research Chicago Vol38 Iss 3 pg 313 13 pgs httpenwikipediaorgwikiChi-square_test

httpenwikipediaorgwikiChinese_dragon

httpenwikipediaorgwikiContent_analysis

httpenwikipediaorgwikiEnglish_language

httpenwikipediaorgwikiMorpheme

httpenwikipediaorgwikiOrthography

httpenwikipediaorgwikiPinyin

33


APPENDIX

APPENDIX 1 Coding Sheet- China brands (Finalized) 35 APPENDIX 2 Coding Sheet- US brands (Finalized) 38 APPENDIX 3 Age of brands 41 APPENDIX 4 SPSS output42

34


35

APPENDIX 1 Coding Sheet- China brands (Finalized)

translation method Added meaning place of originSound Meaning Sound+mean Yes No shown NotPinying phoenetic Pure Nonpure partial straight co na character

1 海尔 Haier 1 1 12 聯想 Lenovo 1 1 13 中國移動 China mobile 1 1 18 中國人壽 china life 1 1 19 紅塔山 hongtashan 1 1 1

10 長虹 changhong 1 1 113 一汽 FAW (First Automotive Works) 1 1 114 華為 Wuawei 1 1 117 五粮液 Wuliangyi 1 1 119 交通銀行 bank of communications 1 1 120 國美電器 GOME 1 1 122 招商銀行 china merchants bank 1 1 123 康佳 konka 1 1 124 鳳凰衞視 phoenix tv 1 1 125 青島啤酒 tsingtao brew 1 1 126 科龍 kelon 1 1 127 茅台 moutai 1 1 129 上汽 shanghai motor 1 1 132 國航 air China 1 1 133 萬科 vanke 1 1 134 美的 midea 1 1 136 中國電信 china telecom 1 1 137 中國建設銀行 china construction bank 1 1 138 中國聯通 China unicom 1 1 140 伊利 yili 1 1 141 東風 dongfeng 1 1 142 福田汽車 foton 1 143 芺蓉王 furongwang 1 1 144 春蘭 chunlan 1 1 146 紅旗 hongqi 1 1 147 白沙 baisha 1 1 148 國旅 china international travel service 1 1 149 方正 founder 1 1 150 燕京啤酒 yanjing beer 1 1 152 雅戈尔 younger 1 1 154 紅河 honghe 1 1 155 蒙牛 mengniu 1 1 156 周大福 chowtaifok 1 1 158 長安 changan 1 1 160 雙匯 shineway 1 1 161 中國民生銀行 China Minshen banking 1 1 162 海信 hisense 1 1 163 聯華 lianhua 1 1 164 格力 gree 1 1 165 泸州老窖 luzhou laojiao 1 1 166 夏新 Amoisonic Electronics Company Limited 1 1 167 劍南春 jian nan chun 1 1 169 夢蘭 menglan 1 1 170 安彩 ancai 1 1 172 清華同方 tsinghua tongfang 1 1 174 宇通 yutong 1 1 175 豪爵 haojue 1 1 178 蘇寧 suning 1 1 180 東南 southeast motor 1 1 183 長城 Great Wall 1 1 184 波導 BIRD 1 1 186 嘉陵 jialing 1 1 187 創維 skyworth 1 1 188 金龍客車 king-long 1 1 189 鄂尔多斯 erdos 1 1 190 平安保險 pingan insurance 1 1 191 魏橋 weiqiao 1 1 1


36

93 娃哈哈 wahaha 1 1 194 吉利 geely 1 1 195 小肥羊 little sheep 1 1 196 勁霸 k-boxing 1 1 197 郎酒 langjiu 1 1 198 古井貢 gujinggong 1 1 199 國泰君安 guotai junan 1 1 1

100 東航 china eastern 1 1 1102 人民日報 remin ribao 1 1 1103 哈尔濱 harbin beer 1 1 1105 建設 jianshe 1 1 1106 复星 fosun 1 1 1109 陽光100 sunshine 100 1 1 1110 參考消息 reference news 1 1 1111 沱牌 china tuopai 1 1 1112 中國網通 china netcom 1 1 1114 柒牌 qipai 1 1 1115 廣州日報 guangzhou daily 1 1 1116 羊城日報 yangcheng evening news 1 1 1117 杏花村 xinghuacun 1 1 1118 波司登 bosideng 1 1 1120 東信 eastcom 1 1 1123 七匹狼 septwolves 1 1 1124 超大 chaoda 1 1125 首都機場 beijing capital international airport 1 1 1126 雕牌 diao 1 1 1128 新民晚報 xinmin evening news 1 1 1129 金地 gemdale 1 1 1132 新飛 xinfei 1 1 1133 中國誠通 china chengtong 1 1 1140 江淮 jianghuai automobile co (JAC) 1 1 1141 雅倩 arche 1 1 1142 雅鹿 yalu 1 1 1144 北京電視台 china beijing TV station 1 1 1145 首信 capitel 1 1 1146 奇瑞 cherry 1 1 1147 金六福 jinliufu 1 1 1148 正泰 chint 1 1 1149 中國小商品城 china commodities city 1 1 1150 經濟日報 economic daily 1 1 1151 南方日報 nanfang daily 1 1 1152 深圳特區報 shenzhen special zone daily 1 1 1154 申銀萬國 shen yin wanguo 1 1 1155 太平洋保險 china Pacific Insurance 1 1 1156 中華 Zhonghua 1 1 1157 咸亨 xianheng 1 1 1158 江蘇省廣播電視Jiangsu broadcasting 1 1 1163 大紅鷹 dahongying 1 1 1165 廈華 PRIMA 1 1 1167 同仁醫院 Beijing Tongren hospital 1 1 1168 廣東電視 guangdong television 1 1 1169 金蝶 kingdee 1 1 1170 海航 hainan airlines 1 1 1172 海通証券 hai tong securities 1 1 1 1173 中期 china international futures 1 1 1174 揚子晚報 yangtse 1 1 1175 北京晚報 beijing evening news 1 1 1176 羅蒙 romon 1 1 1177 美蘭機場 meilan international airport 1 1 1180 白貓 whiteCat 1 1 1182 讀者 DUZHE 1 1 1183 惠泉 kingspring 1 1 1185 協和醫院 xiehe 1 1 1187 農夫山泉 nongfu spring 1 1 1188 海星尔克 hongsing erke 1 1 1189 南航 china southern 1 1 1190 方太 fotile 1 1 1191 上海機場 shanghai airport 1 1 1


37

192 南山 nanshan 1 1 1193 北京青年報 beijing youth 1 1 1194 富力 R ampF property 1 1 1195 深圳商報 shenzhen economice daily 1 1 1196 計算機世界 zcom 1 1 1197 亞星 yaxing 1 1 1198 思念 synear 1 1 1199 培羅成 progen 1 1 1200 僑興 giaoxing 1 1 1201 樂百氏 Robust 1 1 1202 复地 FORTE 1 1 1203 永鼎 ETERN 1 1 1204 美特斯邦威 meters bowe 1 1 1205 北青旅 beijing youth travel service 1 1 1207 博洋 beyond 1 1 1208 中國計算機報 china information world 1 1 1209 湖南衞視 hunan tv 1 1 1210 亨通光電 hengtong photoelectrlc 1 1 1211 盛大 shanda 1 1 1214 中國重氣 special truck company 1 1 1219 金城 jicheng 1 1 1218 潮宏基 CHJ Jewellery 1 1 1219 報喜鳥 baoxiniao 1 1 1221 華西村 huaxicun 1 1 1222 力帆 lifan 1 1 1223 西單商場 xidan department 1 1 1230 清華紫光 UNIS (tsinghua unisplendour corporation) 1 1 1231 藍月亮 bluemoon 1 1 1235 新天 suntime 1 1 1236 華強 huaqiang 1 1 1237 昌河 changhe 1 1 1238 利群 liqun 1 1 1239 中華保險 china united property insurance 1 1 1240 通化 tonhwa 1 1 1241 半月談 banyuetan 1 1 1242 今晚報 jiwanbao 1 1 1243 世茂 shimao 1 1 1244 均瑤 junyao 1 1 1248 光明日報 guang ming daily 1 1 1249 汇源 huiyuan 1 1 1251 雨潤 yurun 1 1 1252 華陽 Foryou 1 1 1254 紅金龍 Golden Dragon 1 1 1256 浪潮 langchao 1 1 1257 彩虹 IRICO 1 1 1258 博時基金 boshi 1 1 1259 德賽 desay 1 1 1260 喜之郎 Strong 1 1 1261 新華保險 newchina life 1 1 1263 海星 seastar 1 1 1264 中央人民廣播電china national radio 1 1 1270 賽格 electrons 1 1 1271 大陽 dayang 1 1 1273 立白 liby 1 1 1274 帥康 sacon 1 1 1275 黃果樹 huang guo shu 1 1 1276 蘇果 suguo 1 1 1278 志高 china chigo 1 1 1280 三全 sanquan 1 1 1281 沿海綠色家園 coastal greenland limited 1 1 1283 長豐 chang feng motor 1 1 1284 大寳 dabao 1 1 1288 哈德門 hademen hotel 1 1 1293 老鳳祥 laofengxiang 1 1 1294 完達山 wondersun 1 1 1295 物美 wumart 1 1 1296 老板 robam 1 1 1298 上海航空 shangahai air 1 1 1299 x特步 xtep 1 1 1


38

APPENDIX 2 Coding Sheet- US brands (Finalized)

translation method Added meaning place of originPhonetic Meaning Phonosematic Yes No Shown Not

Pure Nonpure Partial Straight co nature character1 Google 谷歌 1 1 12 Wal-Mart 沃尔玛 1 1 13 Microsoft 微软 1 1 14 Coca-Cola 可口可乐 1 1 15 Mcdonalds 麦当劳 1 1 16 GE 通用电气 1 1 18 Intel 英特尔 1 1 1

10 Harvard 哈佛大学 1 1 111 IBM 国际商用机器 1 1 112 New York Times 纽约时报 1 1 113 Yahoo 雅虎 1 1 114 Wall Street Journal 华尔街日报 1 1 115 CNN 有线新闻网 1 1 116 Marlboro 万宝路 1 1 117 HP 惠普 1 1 118 TIME 时代 1 1 119 Reuters 路透社 1 1 1

20 National Geographic Society 国家地理学会 1 1 1

21 NBA 美国职业篮球联赛 1 1 122 AP 美联社 1 1 123 Disney 迪斯尼 1 1 124 Pepsi 百事 1 1 127 FORTUNE 财富 1 1 128 MIT 麻省理工学院 1 1 129 HBO 家庭影院 1 1 130 Dell 戴尔 1 1 131 Citigroup 美国花旗集团 1 1 132 Amazon 亚马逊 1 1 134 American Express 美国运通 1 1 135 Bloomberg 彭博社 1 1 136 Oracle 甲骨文 1 1 137 Procter amp Gamble 宝洁 1 1 139 FOX 福克斯 1 1 140 Cisco 思科 1 1 141 Oscar 奥斯卡电影节 1 1 142 Stanford 斯坦福大学 1 1 143 Morgan Stanley 摩根斯坦利 1 1 144 Nike 耐克 1 1 145 Science 科学 1 1 146 Ford Motor 福特 1 1 147 EBAY 易趣 1 1 149 HSBC 汇丰 1 1 150 Washington Post 华盛顿邮报 1 1 152 Gillette 吉列 1 1 154 Nature 自然 1 1 156 Budweiser 百威 1 1 158 Merrill Lynch 美林 1 1 159 University of Cambridge 剑桥大学 1 1 160 Wrigley 箭牌 1 1 161 University of Oxford 牛津大学 1 1 165 ATampT 美国电话电报公司 1 1 166 Apple　苹果 1 1 172 JP Morgan Chase 摩根大通 1 1 176 IDEO 工业设计 1 1 178 Newsweek 新闻周刊 1 1 180 Kodak 柯达 1 1 182 Starbucks 星巴克 1 1 183 Xerox 施乐 1 1 184 Pizzahut 必胜客 1 1 185 Accenture 埃森哲 1 1 187 Goldman Sachs 高盛 1 1 188 MOTOROLA 摩托罗拉 1 1 192 FedEX 美国联邦快递 1 1 1


39

96 RAND 兰德 1 1 198 Kelloggs 家乐氏 1 1 1

102 Levis 李维斯 1 1 1103 Dream Works 梦工厂 1 1 1104 MTV 音乐电视频道 1 1 1105 Standard amp Poors 标准普尔 1 1 1106 GAP 盖普 1 1 1107 Heinz 亨氏 1 1 1108 Readers Digset 读者文摘 1 1 1109 MySpace 我的空间 1 1 1111 Sun 太阳微系统 1 1 1113 KFC 肯德基 1 1 1116 7-Eleven 7-11 1 1 1117 Vogue 沃古 1 1 1122 Avon 雅芳 1 1 1

126 Guggenheim古根汉姆基金

会1 1 1

128 ECONOMIST 经济学人 1 1 1129 Virgin 维珍 1 1 1131 MasterCard 万事达卡 1 1 1133 Harley-Davidson 哈雷-戴维森 1 1 1134 Kleenex 舒洁 1 1 1136 Kraft 卡夫 1 1 1138 Tiffany 蒂凡尼 1 1 1139 AOL 美国在线 1 1 1140 Moodys Investors Service 穆迪 1 1 1141 DURACELL 金霸王 1 1 1143 SMIRNOFF 皇家 1 1 1146 BBC 英国广播公司 1 1 1149 Hertz Rent A Car 赫兹 1 1 1151 Johnnie Walker 尊尼获加 1 1 1152 Jack Daniels 杰克丹尼 1 1 1154 NASDAQ 纳斯达克 1 1 1155 Barbie 芭比 1 1 1156 Burger King 汉堡大王 1 1 1157 Bacardi 百加得 1 1 1159 Forbes 福布斯 1 1 1162 Total 道达尔 1 1 1167 AIG 美国国际集团 1 1 1169 Mckesson 麦克森 1 1 1172 ABC 美国广播公司 1 1 1183 Vodafone 沃达丰 1 1 1184 NBC 全国广播公司 1 1 1189 Tesco 特易购 1 1 1192 Business Week 商业周刊 1 1 1200 Kroger 克罗格 1 1 1203 Ralph Lauren POLO 美国保罗 1 1 1205 Verizon Communications 弗莱森电讯 1 1 1

206 USPostal Service美国邮政服务

公司1 1 1

207 Colgate 高露洁 1 1 1209 Hilton 希尔顿 1 1 1213 Viacom 维亚康姆 1 1 1214 BAT 英美烟草 1 1 1216 Aviva 阿维瓦 1 1 1

217 CBS哥伦比亚广播

公司1 1 1

218 Princeton University 普林斯顿大学 1 1 1220 DunampBradstreet 邓白氏 1 1 1221 VISA International 威士国际组织 1 1 1223 Bank of America 美洲银行 1 1 1

224 Marriott 万豪 1 1 1

225 Berkeley University of California加州柏克利大

学1 1 1

226 PWC 普华永道 1 1 1230 PLAYBOY 花花公子 1 1 1231 Mckinsey amp Company 麦肯锡 1 1 1237 Yale University 耶鲁大学 1 1 1238 BearingPoint 毕博 1 1 1239 LockheedMartin 洛克希德马丁 1 1 1


40

241 Waste Management 废物管理 1 1 1245 Bandaid 邦迪 1 1 1250 Clifford Chance 高伟绅法律服 1 1 1252 DeloitteampTouche 德勤 1 1 1261 UnitedTechnologies 联合技术 1 1 1

262 BerkshireHathaway伯克希尔哈撒

韦1 1 1

263 Cadbury 吉百利 1 1 1264 BakerampMckenzie 贝克麦肯思 1 1 1265 Johnson 庄臣 1 1 1268 ComputerScience 计算机科学 1 1 1269 Carlson 卡尔森 1 1 1270 Electronic Arts 电子艺界 1 1 1

271 New York Stock Exchange纽约证券交易

所1 1 1

272 ElectronicDataSystems 电子数据系统 1 1 1273 EsteeLauder 雅诗兰黛 1 1 1275 ACNielsen AC尼尔森 1 1 1276 Symantec 赛门铁克 1 1 1278 Timewarner 时代华纳集团 1 1 1279 SAS 赛仕 1 1 1280 American Airlines 美利坚航空 1 1 1282 Autodesk 欧特克 1 1 1283 ToysldquoRUs 玩具反斗店 1 1 1284 UAL 联合航空 1 1 1285 MetLife 大都会人寿 1 1 1289 Boston Consulting Group 波士顿咨询 1 1 1291 Discovery 探索频道 1 1 1292 Hersheys 好时 1 1 1298 Albertsons 艾伯森 1 1 1301 JCPenney 彭尼 1 1 1302 Dayslnn 天天 1 1 1304 OgilvyampMather 奥美 1 1 1

310 Royal Bank of Scotland苏格兰皇家银

行1 1 1

311 Safeway 西夫韦 1 1 1314 Cardinal Health 卡迪诺健康 1 1 1316 Starwood 喜达屋 1 1 1

318 Freshfields富而德法律服

务事务所1 1 1

321 Archer Daniels Midland阿彻丹尼尔斯

米德兰1 1 1

322 Columbia University 哥伦比亚大学 1 1 1323 Los Angeles Times 洛杉矶时报 1 1 1328 JWT 智威汤逊 1 1 1329 British Airways 英国航空 1 1 1330 Walgreen 沃尔格林 1 1 1331 Omnicom 奥姆尼康 1 1 1332 PONDS 旁氏 1 1 1337 Hyatt 凯悦 1 1 1338 Six Continents PLC 六洲 1 1 1341 Con Agra Foods 康尼格拉 1 1 1344 Barclays Bank 巴克莱银行 1 1 1347 Tyson Foods 泰森食品 1 1 1349 Target 塔吉特 1 1 1350 Costco Wholesale 好市多 1 1 1351 International Paper Company 国际纸业公司 1 1 1351 Delphi 德尔福 1 1 1354 Holiday Inn 假日 1 1 1355 Bank of Montereal 蒙特利尔银行 1 1 1356 McCann-Erickson 麦肯公司 1 1 1357 University of Pennsylvania 宾夕法尼亚大 1 1 1

358Imperial College of Science Tech

amp Medicine帝国理工学院 1 1 1

359 Cornell University 康奈尔大学 1 1 1361 UPS 联合包裹服务 1 1 1362 DeltaAirLines 德尔塔航空 1 1 1364 SBC Communications 西南贝尔 1 1 1365 Allstate 好事达 1 1 1

366 First Union National Bank第一联合国家

银行1 1 1

367 Whirlpool 惠尔普 1 1 1

369 LinklatersampPaines年利达法律服

务事务所1 1 1

371 Dunhill 登喜路 1 1 1372 Lear 李尔 1 1 1374 Abbott Laboratories 雅培 1 1 1376 Lehman Brothers Holdings 雷曼兄弟 1 1 1

378 EMI 百代 1 1 1


41

APPENDIX 3 Age of brands

52 雅戈尔 younger 1979 2860 雙匯 shineway 1995 1262 海信 hisense 1969 3887 創維 skyworth 1988 1988 金龍客車 king-long 1988 1993 娃哈哈 wahaha 1988 1996 勁霸 k-boxing 1980 27

146 奇瑞 cherry 1997 10169 金蝶 kingdee 1993 14183 惠泉 kingspring 1983 24201 樂百氏 Robust 1989 18207 博洋 beyond 1995 12252 華陽 Foryou 1993 14260 喜之郎 Strong 1993 14

Average Age 193

US brands translated into Chinese

Founded Age16 Marlboro 万宝路 1902 10517 HP 惠普 1923 8419 Reuters 路透社 1865 14224 Pepsi 百事 1898 10936 Oracle 甲骨文 1977 3037 Procter amp Gamble 宝洁 1837 17040 Cisco 思科 1984 2344 Nike 耐克 1970 3747 EBAY 易趣 1995 1249 HSBC 汇丰 1865 14256 Budweiser 百威 1936 7187 Goldman Sachs 高盛 1869 138

106 GAP 盖普 1969 38107 Heinz 亨氏 1896 111122 Avon 雅芳 1939 68

Average Age 853


APPENDIX 4 SPSS output Chi-Square Test Test Statistics(b) phonetic Chi-Square(a) 3388

df 1Asymp Sig 066

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 950 b TYPE = 100 Test Statistics(b) sem Chi-Square(a) 021

df 1Asymp Sig 884

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 740 b TYPE = 100 Test Statistics(b) phonosem Chi-Square(a) 5497

df 1 Asymp Sig 019

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 310 b TYPE = 100 Test Statistics(b) sem-pureChi-Square(a) 3337

df 1Asymp Sig 068

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 630 b TYPE = 100 Test Statistics(b) sem-nonpure Chi-Square(a) 11640

df 1 Asymp Sig 001

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 110 b TYPE = 100

42


Test Statistics(b) ps-straight Chi-Square(a) 8227

df 1 Asymp Sig 004

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 130 b TYPE = 100 Test Statistics(b) ps-partialChi-Square(a) 244

df 1Asymp Sig 621

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 180 b TYPE = 100 Test Statistics(b) yes-natureChi-Square(a) 1607

df 1 Asymp Sig 205

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 170 b TYPE = 100 Test Statistics(b) yes-charart Chi-Square(a) 21597

df 1 Asymp Sig 000

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 430 b TYPE = 100 Test Statistics(b) yes Chi-Square(a) 24381

df 1Asymp Sig 000

a 0 cells (0) have expected frequencies less than 5 The minimum expected cell frequency is 600 b TYPE = 100 Test Statistics(b) origin-shown Chi-Square(a) 11656

df 1 Asymp Sig 001


43


CONTENT

ACKNOWLEDGEMENTi ABSTRACT ii LIST OF FIGURE AND TABLESiii CHAPTER I INTRODUCTION1 CHAPTER II LITERATURE REVIEW2

21 Introduction on brand naming2 22 Language issues2 23 Brand name translation approaches 4 24 Current brand name translation models 4 25 Comparing the translated and the original brand names 5 26 Place of origin 5

CHAPTER III OBJECTIVE 6 CHAPTER IV RESEARCH METHODOLOGY 7

41 Sample 7 42 Measurement Instruments 8 43 Date Analysis 12

CHAPTER V FINDINGS AND DISCUSSION13 51 Translation methods 13 52 Additional value 22 53 Place of origin 25

CHAPTER VI IMPLICATIONS amp RECOMMENDATIONS27 61 Managerial Implications 27 62 Limitations and Recommendations for Further Research29 63 Conclusion 30

REFERENCES 31 APPENDIX34


ACKNOWLEDGEMENT














lonesome task

i


ABSTRACT







discussed









ii





25

iii


















1













products image


competition






22 Language issues




2


3










1994)










TP
























4













26 Place of origin











5























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


ACKNOWLEDGEMENT














lonesome task

i


ABSTRACT







discussed









ii





25

iii


















1













products image


competition






22 Language issues




2


3










1994)










TP
























4













26 Place of origin











5























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


ABSTRACT







discussed









ii





25

iii


















1













products image


competition






22 Language issues




2


3










1994)










TP
























4













26 Place of origin











5























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43





25

iii


















1













products image


competition






22 Language issues




2


3










1994)










TP
























4













26 Place of origin











5























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


















1













products image


competition






22 Language issues




2


3










1994)










TP
























4













26 Place of origin











5























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43













products image


competition






22 Language issues




2


3










1994)










TP
























4













26 Place of origin











5























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


3










1994)










TP
























4













26 Place of origin











5























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43























4













26 Place of origin











5























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43













26 Place of origin











5























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43























6


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


7


41 Sample


2PT in Year

















2002)

TP







corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43






corporate websites















8


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


9
























10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


10























11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


11










II Additional value










III Place of origin




12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


12




43 Data Analysis





Brand Name

Translation Method

Additional Value

Place of Origin

Phonetic

Semantic

Phonosemantic

Yes

No


Product Nature

Shown

Not Shown

Chinese

Pure

Nonpure

Partial

Straight

English


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


13




















significant



















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43

















Total


(0)

95

(475)

63

(315)

11

(55)

18

(9)

13

(65)

200

(100)


(405)

27

(135)

51

(255)

22

(11)

16

(8)

3

(15)

200

(100)




14


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


15
























TP


TP



16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


16
























17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


17






5PT to convey





brand easily











TP



18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


18


















first





19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


19










dragonTP



of a brand name



7PT in English For






TP





20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


20























21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


21























nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43



nature or benefits









52 Additional value












22


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


23

brand name

Additional Meaning


No Additional

Meaning

Total



















24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


24

























25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


25




53 Place of origin


















26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


26




































implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43














implementation


of








27



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43



offset the lost




















28




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43




in future











the actual pattern







29




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43




63 Conclusion







30





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43





















31






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43






















32

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43

















33


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


APPENDIX


34


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


35






36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


36




37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


37



38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


38








39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


39




会1 1 1



公司1 1 1



公司1 1 1




学1 1 1



40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


40



韦1 1 1



所1 1 1



行1 1 1



务事务所1 1 1


米德兰1 1 1






银行1 1 1



务事务所1 1 1


378 EMI 百代 1 1 1


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43


41




Average Age 193




Average Age 853



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43



df 1Asymp Sig 066


df 1Asymp Sig 884


df 1 Asymp Sig 019


df 1Asymp Sig 068


df 1 Asymp Sig 001


42



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43



df 1 Asymp Sig 004


df 1Asymp Sig 621


df 1 Asymp Sig 205


df 1 Asymp Sig 000


df 1Asymp Sig 000


df 1 Asymp Sig 001


43

Documents

Brand Naming: a study on brand names in PRC- exported ...libproject.hkbu.edu.hk/trsimage/hp/04013301.pdf · Brand Naming: A study on brand name translation in China CHAPTER II: LITERATURE